Just Like in 2011, Last Year, Coke is It: Coca-Cola remains the world’s most valuable brand, but it is facing an increasingly strong challenge from Apple, with other technology brands breathing down its neck, contends a study by Interbrand.
The highlights of the branding consultancy’s annual rankings include:
No. 1 Coca-Cola posted an 8% uptick in value to $77.8 billion in brand worth, and was praised for combining a huge reach with innovative marketing and engaging shoppers.
Apple enjoyed the biggest such brand worth increase, 129%, among the top 100 brands. This surge from $33.5 billion to $76.6 billion was fuelled by the success of the iPhone and iPad, and a “set of values” and “human touch” defining its activity, says the study.
IBM fell from second to third despite logging an 8% expansion to $75.5 billion. Google took fourth, up by 26% to $69.7 billion, thanks in part to its acquisition of Motorola Mobility.
Microsoft, the IT specialist, actually witnessed a 2% decline in its net worth, as pressure rises from competitors such as Apple and Google, and gadgets like tablets undermine the PC sector.
New entrants to the list in 2012 include Pampers (No. 34), Facebook (No. 69) and Ralph Lauren (No. 91).
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